Winbeta reports that this is the case. MS responded as well:
“Details are still being finalized, but on July 29th the Get Windows 10 app that facilitates the easy upgrade to Windows 10 will be disabled and eventually removed from PCs worldwide. Just as it took time to ramp up and roll out the Get Windows 10 app, it will take time to ramp it down.”
Microsoft is refusing to comment on whether the upgrade offer will be extended before July 29th, there’s technically nothing stopping the company from changing its mind closer to the time. If that happens, then the Get Windows 10 app will like remain on Windows 7 and Windows 8.1 desktops until Microsoft begins charging for Windows 10 upgrades.
As it stands however, the upgrade offer will be ending on July 29th, and soon thereafter the Get Windows 10 app will be removed from Windows 7 and Windows 8.1 machines.